Lion to Release Smile 40 Premium Eye Drops

An Effective Ophthalmic Remedy for Alleviating Eye Fatigue and Itchiness* Due to Overuse of the Eyes and Aging—Helps Rejuvenate the Cornea and Stabilize Tears

*Caused when excess mucus is present

Lion Corporation (President: Itsuo Hama) announces the release of Smile 40 Premium eye drops on Wednesday March 13, 2013, at pharmacies and drug stores nationwide. Containing 10 kinds of active ingredients including absorbable vitamin A, Smile 40 Premium is an effective ophthalmic remedy for alleviating eye fatigue and itchiness caused by prolonged use of the eyes and aging.

Smile 40 Premium Eye Drops

1. Objective of Introducing the New Product
The burden on eyes is increasing with the growing rate of Internet usage and more time spent using digital devices. Consequently, eye fatigue and itchiness are becoming more serious, especially for people in their 40s or older. Even among people in their 40s, the effect of aging on these discomforts gradually becomes obvious. According to a Lion survey conducted in 2012, respondents aged 45 to 49 were more likely than those between 40 and 44 to cite the effect of aging instead of prolonged use of the eyes as the main cause of eye fatigue (63% cited prolonged use and 81% cited aging compared to 67% and 60%, respectively, for those aged 40 to 44).

Lion has also confirmed that eye drop users aged 40 and older look for products containing ingredients that are beneficial to the eyes when making purchases.

In response to these findings, Lion is now releasing Smile 40 Premium eye drops. The 10 kinds of active ingredients contained in the product, including absorbable vitamin A, make it an effective ophthalmic remedy for alleviating eye fatigue and itchiness caused by prolonged use of the eyes and aging.

2. Product Features

(1) Lion’s proprietary new technologies enable 35,000 IU (international units) of absorbable vitamin A to be added—the highest amount on the market
Vitamin A helps normalize the visual function and direct workings of the cornea. Because vitamin A is not readily water soluble, it is essential to infuse eye drops with vitamin A and stabilize it in liquid form. Furthermore, it is important for relatively large amounts of vitamin A to be absorbed on the cornea when the eye drops are applied. For Smile 40 Premium, Lion has utilized its newly developed technologies to stabilize vitamin A and infuse high concentrations in eye drops, while also realizing greater absorbability of vitamin A on the cornea.

(2) Contains 10 essential active ingredients to alleviate tired and itchy eyes caused by aging and other factors
Three vitamins help alleviate eye fatigue and itchy eyes—vitamins A, E and B6
Smile 40 Premium contains the highest amount of vitamin A—35,000 IU —among eye drop products on the Japanese market. Vitamin E has been added to stabilize eye cell membranes through its antioxidant and blood-flow stimulation effects, and vitamin B6 has been added to facilitate metabolism of the eye cells.
Two kinds of amino acids—Taurine and potassium L-aspartate—directly work on tired eyes and improve cell metabolism
Taurine accelerates cell metabolism in the eyes, and potassium L-aspartate assists oxygen intake in the pupils.
Contains neostigmine methylsulfate to help eyes adjust the focus of the pupils
This ingredient relaxes the eyes by directly acting on the muscles that adjust the focus of the pupils, thereby alleviating symptoms of eye fatigue.
Highly effective for alleviating itchy and bloodshot eyes
Smile 40 Premium alleviates unpleasant symptoms such as itchy and bloodshot eyes through the anti-histaminic effect of chlorpheniramine maleate, the anti-hyperemic effect of tetrahydrozoline hydrochloride, and the anti-inflammatory effect of epsilon aminocaproic acid.
Contains the cornea protection ingredient chondroitin sulfate sodium

3. Active Ingredients (per 100 ml)
Retinol palmitate (vitamin A) 35,000 IU
D-alpha tocopherol acetate (naturally occurring vitamin E) 0.05 g
Pyridoxine hydrochloride (vitamin B6) 0.03 g
Chondroitin sulfate sodium 0.05 g
Taurine 0.1 g
Potassium L-aspartate 0.2 g
Neostigmine methylsulfate 0.005 g
Chlorpheniramine maleate 0.03 g
Tetrahydrozoline hydrochloride 0.01 g
Epsilon aminocaproic acid 1.0 g

4. Indications
Eye fatigue, blurring of the vision (when excess mucus is present), ocular diseases (as a prophylactic after swimming or when dust or sweat gets into the eyes), conjunctivitis (bloodshot eyes), itchiness of the eyes, blepharitis (inflammation of the eyelid), ophthalmia due to ultraviolet rays or other extreme brightness such as snow blindness, discomfort from wearing hard contact lenses

5. Usage and Dosage
One to three drops, three to six times per day is recommended.

6. Contents and price

Product NameVolumeRetail price*
Smile 40 Premium (category 2 medicine)  15 ml 1,400 yen
* Recommended retail price before tax

Reference Material
Aging and other main causes of eye fatigue
(1) Changes related to tears
The volume of tears secreted decreases with age, and in the case of many older people, tears do not easily remain on the surface of the eyes. Consequently, as people’s eyes become dryer, essential nutrients and oxygen become insufficient, dust is not washed away from the surface of the eyes, and the eyes become more sensitive, resulting in fatigue.
(2) Decline in the strength of the muscles used to adjust eye focus
Due to age-related changes, objects come into focus at different distances. Seeing things at close range typically becomes more difficult, and the eyes become fatigued as they strain to adjust their focus.

The functions of tears
Tears serve many functions, among them:
Tears moisten the surface of the eyes and prevent dryness
Tears replenish the eyes with oxygen and nutrients
Tears rinse away waste from eye cells and foreign substances stuck in the eyes such as dust and microorganisms
Tears keep the surface of the eyes even, facilitating smooth movement of the eyeballs
In another important function, tears contain vitamin A, which is essential for maintaining the life of the cells in the eye.

Back